Branding Your Health Care Practice...

How to manage your reputation and capture referrals

Lunch and Learn Speaker Series March 2009

2009 BrandExtract, LLC

Im a Great Lover

Im a Great Lover Im a Great Lover Im a Great Lover

MARKETING

ADVERTISING

Hello

Im a Great Lover

TELEMARKETING

GRAPHIC DESIGN

Trust Me Hes a Great Lover

I Hear Youre a Great Lover

PUBLIC RELATIONS

BRANDING

I Hear Youre a Great Doctor

BRANDING

I Heard He/She Was a Bad Doctor

BRANDING

What is a brand? Some denitions

The sum total of all the mental associations good and bad that are triggered by a name.
CEO of Wizard Academy Roy H. Williams

A brand is a persons gut feeling about a product, service or company.

From Zag by Marty Newmeier
2009 BrandExtract, LLC

What is the goal?

To get more patients, more money per patient, more patients of a certain demographic, and or more patients with a certain condition.

2009 BrandExtract, LLC

Todays competition

People are bombarded with up to 3,000 marketing messages per day, up from 1,500 in 1965. But, we still only have the ability to process less than 100 of those messages each day. Todays competition = Clutter & Time

2009 BrandExtract, LLC

BrandExtract

The brand process

2009 BrandExtract, LLC

The 360 brand experience

Engagement Experience
Patient

Message Differentiation Targeted Communications Superior Operations Knowledge Sharing Organizational Development Industry Expertise Ongoing Information Gathering Customer Experience

Extended Experience

Execution Experience

2009 BrandExtract, LLC

Your ability to deliver is critical

The brand intersections

Assess your key touch points.

External Communications Patient Communications Internal Communications

Mission & Values

Business Development Products & Services Recruiting & Development

2009 BrandExtract, LLC

Developing an effective brand

ASSESS
Brand Brief

DEVELOP
Strategic Positioning Model

MANAGE
Brand Methodology

TRACK
Brand Valuation

Research & Analysis

Brand Communication Plan

Brand Stewardship

BrandLine

Brand Trend Analysis

Brand Assessment

Brand Toolkit

Pilot Projects

Brand Review

Organization Drivers Mission and Values

2009 BrandExtract, LLC

Basic steps to building a brand position

Dene products and services Dene the impressions you want to achieve Dene your competencies Dene your values Dene your target markets Dene your strategy for building your brand Dene your tactics for building your brand
2009 BrandExtract, LLC

Leading the horse to water

Engagement Experience

2009 BrandExtract, LLC

The engagement experience - prospecting

$$$$$ TV $$$$ $$$ $$$ $$$ $$ $ $ $ Radio Billboards Advertising PR Events Speaking Networking Directory list $ E-mail marketing $ Trade news $ Publishing $ Referrals Sources $ Continuing Education $ Channel or Partnering $ Web SEM/SEO/PPC $ Social Media

2009 BrandExtract, LLC

Debunking myths

83% of consumers trust a friend or acquaintance who has used the product or service 75% trust a review of the p/s in a newspaper, magazine, or TV 69% trust information on the Web site 60% trust consumer reviews on a site 50% trust consumer opinion sites

2008 BrandExtract, LLC

2008, Forrester Research

Alarming facts

Fifty-six percent of respondents said that doctors inuence their health decisions very much, and 21% said that doctors somewhat inuence compared to 43% said family and friends somewhat affect health decisions. Source: Jupiter Research, Online Health Information Examine Authority and Inuence December 2008.

2008 BrandExtract, LLC

2008, Forrester Research

Patient reviews

Angies List Tripling the number of health-related categories less than a year. 10,000 reports a month. They grade on price, quality, responsiveness, punctuality, and professionalism, assigning a grade A-F. Patients can share experiences on everything.
2009 BrandExtract, LLC

Public research

Slideshare Leading source for slideshows Dr. Samdani posted this slideshow on infection control and dermatology. He has over 8,000 views. Search dermatology and there are over 250 slideshows to review. Colonoscopy over 100.
2009 BrandExtract, LLC

Digital chatting

Twitter Micro Blogging Search MD 680 twitters Dr. Penta (OB/GYN) has 6,233 fans following his tweets. I am at mayo hospital (Scottsdale, AZ) with family mem; positive atmosphere. There is pianist playing in atrium. Henry Mancini I think ...KJAlford
2009 BrandExtract, LLC

Knowledge sharing

Sermo Where physicians collaborate on challenging cases, share clinical insights and improve patient care in real-time. 30,000 discussions. Medscape A free resource for Physicians, featuring Free CME (Continuing Medical Education), medical journal articles, MEDLINE, medical news.
2009 BrandExtract, LLC

Viral proling

LinkedIn Search doctors and you will nd 19,380 physicians online. I have about 200 people in my network. Or 27,800 people in their network. Or 2,272,700 I can reach virally.
2009 BrandExtract, LLC

Drinking at the trough

Execution Experience

2009 BrandExtract, LLC

Manage the experience check list

1. Will your lobby look like a doctors ofce? 2. Will your magazines be older than 2 months? 3. Will I be able to surf the web? 4. Will I be able to watch TV or listen to music? 5. Will I be able to use your PS2? 6. Will I see anything with your brand on it? 7. Will you offer me a cookie and cup of coffee? 8. Will I ring a bell or take a buzzer? 9. Will the staff be wearing name tags? 10. Will you make me feel culturally at home?
2009 BrandExtract, LLC

Capturing more horses - drinking more often

Extended Experience

2009 BrandExtract, LLC

Building your prole

Facebook Social networking Future Anesthesiologist of America. Email patients and members. Share white papers or presentations or photos. Post messages. Share best practices. Build a fan club. Search for referrals. Recruit. Improve your SEO. Manage your champions.
2009 BrandExtract, LLC

Free value adds

CareFlash.com Community networking Free personal websites for patients and families involved in medical circumstances. 3-D animations and related medical links dynamically integrated

2009 BrandExtract, LLC

Leverage the data you have

E-news E-mail your vault Applications like Constant Contact cost pennies to operate. Stay in touch with patients and referral sources about events, causes, wellness, seasonal tips, etc. Track open rates, click through and build web trafc. Save on postage, receive instant reports.
2009 BrandExtract, LLC

Thanking the source

Letters, Cards, Follow-up, etc. Many of you are specialist and depend heavily on referring physicians, be sure to form a strategy for thanking these sources. Send thank you notes, host a dinner, share continuing education, develop a news letter or e-mail drip program, send a token gift, etc. Patients will report back on their experience.

2009 BrandExtract, LLC

Sum it up!

Brand Conveyors Message, Tools & Frequency (Plan) > Implementation Team Brand Drivers Principle, Personality and Associations > Development Team Organization Drivers Mission, Values and Story > Strategy Team

From Integrated Branding Parker & Le Pla

2009 BrandExtract, LLC

The challenge of all marketers

The challenge has always been getting sign off on an artifact you cant deliver.
Jill Hewitt, Schematic Chris Bernard, All Access Olympics

2008 BrandExtract, LLC

Thank you!

BrandExtract 713.942.7959 www.brandextract.com 7026 Old Katy Rd., Ste. 210 Houston, Texas 77024

For more about our work and culture: http://www.brandextract.com http://brandextract.blogspot.com

BrandExtract, LLC 713.942.7959
2009 BrandExtract, LLC